Metaforički jezik u filozofiji brendiranja
The Metaphorical Language of Branding Philosophy

Summary/Abstract: The paper deals with the analysis of the language of branding philosophy used in the famous book «Lovemarks– The Future Beyond Brands» written by the international branding guru Kevin Roberts, CEOWorldwide of Ideas Company Saatchi & Saatchi. His new branding approach shows how by using the universal, fundamental, timeless emotion LOVE expressed in universally (anywhere) and timelessly (anytime) comprehensible metaphors a new idea of a «lovemark» embodies mystery (great stories, past, present and future, taps into dreams, myths and icons, inspiration), sensuality (sound, sight, smell, touch, taste), and intimacy (commitment, empathy, passion). Lovemark that, according to Roberts, «…reaches one's heart, as well as one's mind, and creates emotional connection to the consumer…» has been created and accepted in the business culture worldwide. In view of this, the paper points out the significance of metaphorical way of expressing in the language of branding as well as the irreplaceable role of language as the main factor in branding philosophy. The language analysis focuses on the metaphors of love influencing the shift of language of branding from material (brand) to intangible (lovemark). It also highlights the fact that new ideas as incentives to language enrichment generate new lexemes like trustmark and lovemark.

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